Marketing Technology Stack

Dr. Rishi Dwesar

What is a Marketing Technology Stack?

A marketing technology stack is a grouping

of technologies that marketers leverage to conduct and improve
their marketing activities. Often, the focus of marketing technologies (aka
"martech") is to make difficult processes easier, and to measure the impact
of marketing activities and drive more efficient spending.

A marketing stack can include:

• an email marketing platform
• a content management system (CMS)
• customer relationship management (CRM) software
• Analytics tools for tracking different efforts etc.
Consideration While Introducing New
Solutions/Technologies

• Is it just a ‘shiny object’ or would it actually perform for you?

• Does this integrate with the existing tools the company has?
• Has enough research being done to understand the need and options?
• Does the company has the manpower to operate this system?
• Did you collect inputs from other departments on the buying decision?
Various (Common) Tools in MarTech Stack

• https://blog.zoominfo.com/marketing-technology-stack/
Example of Microsoft’s Marketing Technology
Stack

• >>>>
 Gartner’s Magic Quadrant

Magic Quadrant (MQ) is a series of market

research reports published by IT consulting
firm Gartner that rely on
proprietary qualitative data analysis methods to
demonstrate market trends, such as direction,
maturity and participants. Their analyses are
conducted for several specific technology
industries and are updated every 1–2 years: once
an updated report has been published its
predecessor is "retired".
 Gartner’s Magic Quadrant: Rating Criteria

Completeness of Vision
Reflects the vendor’s innovation, whether the vendor drives or follows the market, and if the
vendor’s view of how the market will develop matches Gartner’s perspective.

Ability to Execute
Summarizes factors such as the vendor’s financial viability, market responsiveness, product
development, sales channels and customer base.

These component scores lead to a vendor position in one of four quadrants:

1. Leaders
2. Challengers
3. Visionaries
4. Niche Players